creative marketing for your franchise
DESCRIPTION
Keynote speaker and Marketing Expert reviews traditional, guerrilla, social media, and content marketing here. He also states 8 marketing trends impacting business today. This was delivered to the Alabama Franchise Alliance as a keynote address. Al is available to speak to your conference, breakout group, workshop or panel. For more on Al - Google Al Lautenslager.TRANSCRIPT
The Plan
• Traditional• Guerrilla• Social Media• Content• Local• Marketing Trends
Traditional
• Target Market• Positioning• Benefits• Vehicle / Messaging• Frequency
Guerrilla Marketing
The primary investments of a Guerrilla Marketer should be Time, Energy and Imagination.
Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter!
Theory of Guerrilla Marketing
Taco Bell
Social Media Marketing
Franchisor / Franchisee
• Franchisees are the continuous extension of the franchisor brand.
• Entrusting franchisees with locally oriented social media is beneficial, not only for the customer, but for the franchisor.
Social Media Presence
• Is your target market on social media? Where are they already consuming information, and can your appearance on social networks enhance the content they are already receiving from the other sources?
Distributing Control of Your Brand
• Are franchisees empowered to run their own marketing initiatives? Is your business comfortable with distributing control of your brand?
Personal Connections
• Social media can facilitate a personal connection. It allows franchisees to humanize the brand — their interests, their community involvement and their special expertise, building builds stronger customer relationships.
Franchisee Resources?• It is important to consider the resources that
typical franchisees have at a local level. Social media takes time, education and constant platform management.
• Time, expertise and budget
Local Communities
• More and more franchise owners are realizing how big of a role Social Media plays in their marketing.
• Franchisees - manage, maintain and grow an entire social media presence to local communities.
Social Media Diversification
• Social media diversification:– Pinterest– Instagram– Vine– SnapChat– ???????
Content Marketing
Consumers Of Your Product/Service
• Many choices today• Consumers shop, compare, refer and
share
Content Searched For Online
• People who search online are looking for:
– Relevant information that can solve their problems and eliminate pain points
– Information to Teach them something new– Valuable Information– Like, now and trust
Why Content Marketing
• People choose based on:– Google search – Website– Facebook/Twitter postings– Blog postings– Comments from previous or current
consumers
What is Content Marketing?
• Information that is of interest that draws target market prospects to you to get that information; usually online content
• Distribution of the information – make it available
• Engage with the audience – content = connection
Why Content Marketing
• Caters to consumer’s desire for information they want (when they want it and in a form they like).
• Search engines love it – relevancy• Lets your target market
know who you are and why you are the preferred choice
Benefit of Content Marketing
• A steady, consistent, helpful, valuable stream of information linked to the business can overcome any negative content by one unsatisfied customer
Benefit of Content Marketing
• Establishes expertise and positioning
• Cost per lead is 30-40% lower than paid search
• Value is cumulative
Developing the Content
• Write it• Repurpose offline and other content• Outsource the development
Other Content Marketing Thoughts
• It’s a long term commitment and process• You cant do it all
Local Marketing
• Yelp• Trip Advisor• Urban Spoon• Four Square• Google• Any Review Site
8 Marketing Trends
Content is King
• 30,000,000 pieces of content are shared everyday
• Customers compare, shop• 90% of Customers trust reviews; 14% trust
advertising• Content is a hook
Integration
• Many things all working together• Different touches to different target market
members• Frequency• Awareness• Identity and Branding• Social Media• SEO
Visual Content will Win
• Over 60% of social media has imagery• Pictures & Video • 30% of Pinterest Users Bought what was
pinned• Video is hot – Vine, Instagram, FB instant play
Google Plus
• SEO• Google Rules• Google Rules
Targeting Becomes Personal
• Personalized messages• Smaller communities• Engagement and outreach – one on one
Mobile is Hot
• What’s in your pocket/purse• How many are looking at their device right
now• Tablets• Multi-tasking; multi-screens• Content delivery; customer
experience
Attentions Spans will Decrease
• Creative Marketing will win• Instant Communication; The Right Messages• Attention Getting• Get Noticed, Get Remembered, Get Talked
About
Its all about conversion
• Its not about website hits, likes, followers or connections
• ….unless it turns into sales– Messaging– Offers– Engagement– Relationships– Positioning
Takeaways
• Markets and Customers are Changing• People forget fast• Engage, Relationship, Sell• PLAN IT OUT
Outsourcing Social Media & Content Marketing
• Al Lautenslager – Social Media Marketing & Content Marketing Expert, Strategist and Enthusiast
• 630-740-1397
• http://contentmarketingofficer.wordpress.com
Available to Speak at Your ConferenceKeynote, Workshop, Breakout, Panel
-Outsourced Consulting Available – Inquire for Packages That Fit You
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
One Way Mind vs. Two Way Mind
